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on Marketing |
| By: | Koski, Heli; Kuikkaniemi, Kai; Pantzar, Mika |
| Abstract: | Abstract This article empirically explores whether and how providing consumers with detailed access to their past food purchase data at different levels of aggregation affects their subsequent food purchase behavior. We employ unique data covering more than 84, 000 quarterly observations on Finnish consumers’ purchases of various food items from August 2018 to January 2021, as well as their usage of a digital application that provides past purchase data. The data indicate that a digital feedback application that provides consumers with detailed visual and numerical information about their past food item purchases, including both monetary and health-related measures, can impact their future purchase patterns. We find apparent food item-specific and sex-, age- and household-type-specific differences in the ways that the usage of digital feedback applications affects consumers’ food purchase patterns. We find that the feedback system’s usage had the most noticeable and comprehensive impact on the purchase of fruit and vegetables, which was its most promoted and salient feature and provided more detailed purchase information than that for any other food category since the launch of the feedback system. Our empirical findings thus indicate that information salience does matter. |
| Keywords: | Behavioral economics, Consumer choice, Bounded rationality, Salience, Food purchases, Digital feedback applications, Nudging |
| JEL: | D12 D83 D9 O33 |
| Date: | 2023–04–18 |
| URL: | http://d.repec.org/n?u=RePEc:rif:wpaper:103&r=mkt |
| By: | Zam, Milad; Ramezanian, Hasan |
| Abstract: | The majority of client purchases are influenced by their evaluation of the product's advantages, disadvantages, and emotional components. Psychology and marketing studies have shown that different stages of the purchasing process require the involvement of customer emotions. The objective of the current study is to pinpoint the elements and variables that might affect consumers' feelings when they purchase high-end cosmetics. A qualitative study employing in-depth semi-structured interviews with 23 users of high-end cosmetics and health products in Telegram groups was initially carried out in order to discover the many components of client emotions. Many client emotional dimensions were uncovered as a result of this inquiry, along with a list of factors that could act as emotional antecedents in the target audience. Based on group consensus, the following step is to identify the variables impacting customer sentiments. The panel at this time consisted of 15 experts and professionals in marketing, psychology, companies importing luxury cosmetics and hygiene items that are active on online networks, and managers of luxury cosmetics and hygiene groups in online spaces. The consensus of experts was reached in three steps, and 36 factors impacting customers' emotions were discovered and assessed based on their applicability or perceived strength in the eyes of the experts. Individual variables, group and product variables, and situational variables were then separated into three groups. |
| Date: | 2023–03–21 |
| URL: | http://d.repec.org/n?u=RePEc:osf:osfxxx:yv5fx&r=mkt |